customer-journey-map

phuryn/pm-skills

Map the complete customer experience from awareness to advocacy, identifying emotions, pain points, and improvement opportunities.

Source View on skills.sh

What is customer-journey-map?

Create a structured end-to-end customer journey map that visualizes how users interact with your product across stages like awareness, consideration, acquisition, onboarding, engagement, retention, and advocacy. Use this when you need to identify friction points, understand user emotions, prioritize improvements, or communicate the customer experience to stakeholders.

Define specific personas and their jobs-to-be-done rather than generic user types
Map journey stages from awareness through advocacy with touchpoints, actions, and emotions at each step
Document pain points and friction that cause drop-off or churn
Identify critical moments including aha moments, moments of truth, and churn triggers
Highlight improvement opportunities ranked by impact on conversion and retention
Create a structured table format suitable for markdown or visual tools like Miro and FigJam

How to install customer-journey-map

npx skills add https://github.com/phuryn/pm-skills --skill customer-journey-map

Claude Code

Cursor

Windsurf

Cline

How to use customer-journey-map

1.Gather input data: interview transcripts, survey results, analytics, support tickets, or existing journey maps if available
2.Define your target persona with specific jobs-to-be-done, not generic characteristics
3.Work through each journey stage (awareness, consideration, acquisition, onboarding, engagement, retention, advocacy) documenting touchpoints, user actions, thoughts, emotions, pain points, and opportunities
4.Identify and highlight critical moments: aha moments, moments of truth, and churn triggers
5.Create a structured journey map table with columns for stage, touchpoint, user action, emotion, pain point, and opportunity
6.Prioritize improvements by impact on conversion or retention, separating quick wins from longer-term investments
7.Export as markdown or use the analysis to create a visual journey map in Miro, FigJam, or similar tools

Use cases

Good for

Improve product onboarding by identifying where new users struggle and what delays time-to-value
Reduce churn by pinpointing where users typically abandon the product and why
Optimize marketing messaging by understanding what questions and concerns arise at each awareness and consideration stage
Align cross-functional teams on the customer experience and prioritize feature development
Analyze support tickets and user interviews to validate pain points and design targeted solutions

Who it's for

Product managers designing or improving user experiences
UX researchers and designers conducting user research
Marketing teams understanding customer decision journeys
Startup founders mapping early-stage customer acquisition and retention
Customer success teams identifying onboarding and retention opportunities

customer-journey-map FAQ

What data should I gather before creating a journey map?

Collect interview transcripts, survey data, analytics, support tickets, and any existing journey maps. If mapping a new product, research it via web search to understand the offering and competitive landscape.

How do I define a good persona for the journey map?

Use specific personas grounded in jobs-to-be-done (JTBD), not generic user types. Include their goals, pain points, and motivations relevant to your product.

How should I measure or represent emotions in the journey map?

Rate emotions on a scale (e.g., 1-5) or use emoji indicators to show sentiment at each stage. This helps visualize where users feel delighted versus frustrated.

What are 'moments of truth' in a customer journey?

Moments of truth are critical decision points where users commit to or abandon the product—such as completing signup, experiencing the aha moment, or deciding to renew. Identifying these helps prioritize improvements.

Can I use this output to create a visual journey map?

Yes. The markdown table and analysis serve as the foundation for visual journey maps in tools like Miro, FigJam, or dedicated journey mapping software.

Full instructions (SKILL.md)

Source of truth, from phuryn/pm-skills.

name: customer-journey-map description: "Create an end-to-end customer journey map with stages, touchpoints, emotions, pain points, and opportunities. Use when mapping the customer experience, identifying friction points, improving onboarding, or visualizing the user journey."

Customer Journey Map

Map the end-to-end customer experience from awareness through advocacy, identifying emotions, pain points, and improvement opportunities at each stage.

Context

You are creating a customer journey map for $ARGUMENTS.

If the user provides files (interview transcripts, survey data, analytics, support tickets, or existing journey maps), read them first. Use web search to understand the product if a URL is provided.

Instructions

Define the persona: Who is traveling this journey? Use a specific persona with JTBD, not a generic user.

Map the journey stages (adapt to the product):

Stage	Description
Awareness	How do they first learn about the product?
Consideration	What do they evaluate? What alternatives do they compare?
Acquisition	How do they sign up or purchase?
Onboarding	First experience with the product — time to value
Engagement	Regular usage — building habits
Retention	What keeps them coming back? What might cause churn?
Advocacy	When and why do they recommend the product to others?

For each stage, document:
- Touchpoints: Where the user interacts with the product, brand, or team (website, email, in-app, support, social media)
- User actions: What they do at this stage
- Thoughts & questions: What's on their mind ("Is this worth my time?" "How do I...?")
- Emotions: How they feel (excited, confused, frustrated, delighted) — rate on a scale or use emoji indicators
- Pain points: Friction, confusion, drop-off risks
- Opportunities: How to improve the experience at this point
Identify critical moments:
- Aha moment: When the user first experiences core value
- Moments of truth: Decision points where they commit or abandon
- Churn triggers: Where users most commonly drop off
Create the journey map table:

Stage Touchpoint User Action Emotion Pain Point Opportunity
Recommend prioritized improvements:
- Which pain points have the highest impact on conversion or retention?
- What quick wins can improve the experience immediately?
- What requires deeper investment but has the biggest payoff?

Think step by step. Save as a markdown document. For visual journey maps, suggest the user create one in Miro or FigJam using this analysis as the foundation.